The rapid penetration of internet technologies in Africa provides hope for e-commerce's continued growth. Potential online stores need to understand what draws or pushes customers away.

Metropoles like Shanghai have survived and thrived in large part because of their massive populations. But what happens when people start to become a liability rather than an asset?
Reuters/Aly SongSeptember 19, 2017

People have a mental model of shopping that is based on experiences from brick-and-mortar stores. We intuitively understand how this process works: all available products are displayed around the store…